Are you relying on advertising communication to solve management challenges?

This time, I'd like us to think together about common pitfalls when responding to business challenges with creativity.

We have colleagues who have left Dentsu Inc.'s creative division and are now thriving at various companies. They are, in a sense, the real-world embodiment of "Indwelling Creators" (a service where creators "reside" within organizations). Their experiences are incredibly inspiring. Just the other day, one such person shared this insight:

"The world isn't made up of communication alone."

Put into words, that's obviously true. But this time, I especially want to explore this theme with those inside the advertising industry. She continued:

"As someone involved in corporate management, when I consult with an ad agency, it inevitably boils down to either campaign-style output or analytical discussions we could already have internally. I want to talk about more fundamental issues, but it's hard to get there. ...Though I say that, when I was at Dentsu Inc., I genuinely believed communication alone could solve so many things (laughs)."

Reflecting on my own experience, I recall framing the theme of "increasing milk consumption" as an "advertising communication problem" and proceeding with that plan. Despite the fact that the core issue actually encompassed diverse themes like production, logistics, product planning, and pricing policy, it's hard to say we directed significant attention to those areas.

Given the brief at the time, it met the client's expectations. But did that truly make us a "true partner"? How should a "true partner" have behaved? I still reflect on this often.

Of course, there are certainly cases where work is requested solely within the realm of advertising communication, and I have absolutely no intention of denying that. However, when receiving consultations concerning overall management or business as a whole, I believe it is essential to clearly switch gears.

Creativity is a major asset of the advertising industry and a skill clients place great expectations on. Precisely because of this, why not try to break the habit of suddenly relying on the analytical world of "scientific management" (the conventional wisdom) when it comes to the broader business part?

Instead, why not seriously consider how our experience as creators can be leveraged to maximize the creative potential within the client organization?

Certainly, since the era centered on mass advertising, the means of advertising communication have diversified dramatically—to social media, point-of-sale, events, PR, and sometimes even product development or organizational design. However, I worry whether the cases praised within the advertising industry truly satisfy executives. Perhaps they sometimes appear as superficial, temporary buzz rather than something truly essential.

Creatives should challenge themselves to leverage their creativity with greater confidence, placing it squarely at the heart of business. Ultimately, this leads to the creation of new value (concepts). Creating new value is the very essence of a creator's role. They should be confident in their overwhelming experience within this domain.

At the same time, they bear the responsibility of first clarifying what "professional creativity" actually is. They must be able to explain how it differs from amateur creativity.

If we can't even properly define crucial concepts like "concept," "idea," "value," or "creativity" (and right now, it seems entirely left up to the individual), then how can they become the industry's weapon? I believe that re-examining these fundamental basics will ultimately broaden our scope for success and become a major breakthrough to navigate the advertising industry's transformative period. What do you think?

Now then.

There's a bistro I always visit when I go to Atami. The chef there was a renowned instructor at a famous culinary school in Shizuoka until recently. Perhaps because of that, every single dish, generously using local ingredients, is meticulously and thoroughly executed.

It's a place I highly recommend, where you can truly appreciate the importance of the "fundamentals."

Enjoy!

【For inquiries about "Indwelling Creators"】
E-Mail: opeq78@dentsu.co.jp Contact: Yamada